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According to Shakespeare, not a whole hell-a-va of a lot. A rose by any other name would smell as sweet.
Right? I have a sneaking suspicion that had Shakespeare been trying to sell the rose or make a connection
with future rose buyers or maintain relationships with previous rose purchasers or gain market share within
the floral industry that his answer to that question might have been a little different. When it comes to the
subject of branding perhaps we should not take our lead from Shakespeare, because I am here to tell you
that sometime a name does matter. |
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As a marketer, I will be the first to admit that a strong brand can not work
miracles. No matter how great Pepsi thinks their new logo is, it will never
make them a superior product to Coke. But, what I can say with an almost
arrogant amount of certainty is this: A brand identity is a major influencer
that impacts consumers significantly at every stage of the consumer
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A strong brand can and should, in an instant, convey who you are and what you are about to your desired target.
Within seconds it should tell your story, elicit an emotional response and differentiate you from your competitors.
It can establish or crush your credibility at a glance. Basically your brand identity is the most powerful, fastest
acting tool at your disposal influencing you audience as they decide whether or not they want to play with you.
Long story short: Your company name, product name and logo design all matter.
There are two ways that I can illustrate the differences between a strong, strategic, targeted brand identity and
one that is well, not so much all of those things.
- List out the attributes of each side by side
- Show you
Option B requires less writing for me, less reading for you and it gives me a chance to show off our latest branding
projects. B it is!
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Challenge
Introduce a new specialty food product into a mainstream market targeting 3 distinct, but equally important
target audience groups while featuring the following product attributes; kosher, all natural, gluten-free.
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Challenge
Re-brand an existing business-to-business greeting card company to reflect the companies strategic
organizational shift to environmentally friendly printing practices.
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Challenge
Refresh the identity of an emerging artist looking to generate increased name recognition within the art
world among collectors, gallery owners and potential commission clients.
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In all 3 examples I hope that you were able to see the strategic brand story reflected in the new brand identity.
For some, a complete overhaul was required to get there and for others, just some polishing. But in the end the
result was the same for all, a brand identity that speaks volumes at a glance.
When you are creating a new brand or assessing an existing brand, it is vital that you do not skip over strategic
planning. Take the time to thoroughly research and answer the following questions:
- What is the story of my brand?
- Who am I trying to reach?
- Where am I trying to reach them?
- What problem am I solving for them?
- How are my competitors doing it?
The process may feel like an arduous one, but will be well worth it in the end, I promise.
So I ask you again, What’s in a name?
Answer: You are. |
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Thank you so much for taking the time to read the Organic Communications newsletter. Please feel free to hit
‘reply’ to contact me with any questions or comments or just to say hello. I love getting email. Or you can:
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All the best,
Michelle |
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This new kid on the block was acknowledged among the best on Long Island at this year's at this years BOLI 36 Awards, winning Gold in the category of Internet Arts, Culture and Entertainment. This was the first year Organic Communications participated in the event hosted by the Long Island Ad Club.
You can visit the award winning submission at www.jahnguarino.com.
Thank you Jahn Guarino for inspiring this award winning site with your amazing artwork. You are a unique talent and we are all looking forward to seeing what you do next.
founded in 1973, The BOLI’s are one of the most prestigious business competitions in the major metropolitan New York area. the BOLI award is judged by a panel of experts including Advertising, Marketing, and Internet executives who work outside the Long Island market. Entries are judged based on overall creative excellence, execution of concept, visual creative design, content, functionality, structure/navigation and interactivity.
I hope you will take a minute to celebrate this win with us. We are all very excited and honored to have been recognized among such a talented group of creative artists |
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All the best,
Michelle Molin |
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You might be surprised to learn that this is actually one of the most frequently asked questions
that comes across my desk each week.
Without fail, some version of at least one of the following is asked by a new client:
•Is what I have long enough?
•If it were shorter, would it be as effective?
•Can this be expanded?
•How long is too long?
•Will it fit if I use it in 3 different places at once?
Basically they are asking the same thing. Does size matter? And each time the subject is broached,
I respond in exactly the same way. With an emphatic, You bet it does! When it comes to content
development, these are all very valid and important questions.
The Bad News
I don’t have a one size fits all answer or secret formula that I can share with you that will help you
identify the length that will work best for you. When it comes to determining effective content length,
the best I can do is tell you that it depends. It depends on who you are trying to reach, where you
are trying to reach them and how you are trying to reach them.
The Good News
You can figure out the answer on your own. Put yourself in the shoes of your desired target audience
and ask yourself; what information would you need to make a purchasing decision, how would you
need to receive that information and how would you like to be spoken to. Your answers to these
questions will act as a guide to help you determine what and how much information you need to
provide to your readers to be effective. This process will help you identify the best tone and delivery
method for your message as well.
A word of caution
Don’t get caught in the trap of telling your audience what YOU think is most important for them to
know. It is vital that you give them the information that THEY will find most useful. If you stay true to
the needs of your reader, you will see a dramatic difference emerge between what you want them to
know and what it is that they really want and need to know.
For example, I may want you to know that I have been nominated for a Best on Long Island (BOLI)
award for web design and that the award ceremony announcing the winners is next week. And I
might want to tell you that if I win, it would be a great acknowledgment from my peers in the industry
that Organic is one of the best design firms on LI. But, if I stayed true to the needs of my reader, I would
keep this information to myself until I know for sure what the results are and then I would simply add
“BOLI 36 Award Winner ” to my list of credentials. See how that works? |
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There is a fine line between saying too much and not saying enough. Say too much, and your audience will zone out and your message will never be received. Say too little and your audience will become frustrated when their expectations are not met. If you are not prudent about what you say and how you say it, even your best advertising efforts could end up working against you. The last thing you want is for your copy to inadvertently repel the very people you are trying to attract.
So, I ask you again - Does size matter?
Answer: You bet it does and it is all about meeting the needs of the receiver. Big surprise there!
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Thank you so much for taking the time to read another addition of the Organic Communications newsletter.
To find out if your content is the right size for the needs of your audience, contact me directly at
347.561.7686 and I will be more than happy to help you figure it out. Or please feel free to hit ‘reply’ to get in touch with me if you have any questions, comments or just want to say hello. |
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All the best,
Michelle |
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